Bisnistec 2023

Abstract

Bisnistec is a Peruvian educational company established in 2016. In its first stage, it provided training programs for specialized Information Technology certifications such as ITIL, PMP, and others. Mr. Jorge, founder of Bisnistec, faced some challenges during that initial stage, and later he decided to reinvent the business model into an EdTech startup. In this new stage, the company offers an online educational platform for schools. He developed a partnership with Alvaro, the owner of LuSin, a private school founded in the early 90s that currently has more than 1,300 students in elementary and secondary education. This partnership helped Bisnistec to improve the platform generation end-user feedback from the interaction with the platform. Its target market includes mainly students, teachers, and school staff. The main vision of the company is to improve the overall education quality and reduce the existing inequality gap between good-performance students and low-performance students. After the pilot stage at LuSin, Jorge had to decide where to initiate the go-to-market strategy. In this way, the case develops and explains different factors, opportunities, and threats associated with the main cities, far villages, competitors, potential allies, and more. Going first to the main cities or going first to the far villages? That is the main dilemma of the case. The first option includes several opportunities to grow faster but it also includes some threats, for example, the one coming from the fast reaction of competitors operating in those main cities. The second option shows opportunities to attend to the “core” issue of the society which is associated with a lack of resources, materials, and teachers in places far away from main cities. Plus, this option represents a blue ocean, a new market full of opportunities to explore, but it also represents an important challenge for the startup business due to the poor internet connection and complex geography.

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